What is ‘Tourism’s Horizon: Travel for the Millions’?


What is Tourism’s Horizon: Travel for the Millions? Image by Pierre-Laurent Durantin (CC0) via Pixabay.
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I star­ted Tour­is­m’s Hori­zon: Travel for the Mil­lions very recently. But what is it?

Per­haps a bet­ter ques­tion is: “Who are Tour­is­m’s Hori­zon: Travel for the Mil­lions?”

We are a diverse range of people, from aca­demia, journ­al­ism, and industry who share a love of hol­i­days and a desire to optim­ist­ic­ally explore the eco­nom­ic and cul­tur­al advant­ages of mass tourism. 

We are work­ing on a few projects. 

Our substack is one. Anoth­er, pro­spect­ively, is a report on the state of the debate on the travel & tour­ism industry, which will share the title “Tour­is­m’s Hori­zon: Travel for the Millions”.

Why ‘Tourism’s Horizon: Travel for the Millions’?

“These are the days of the mil­lions [who can] o’erleap the bounds of their own nar­row circle, rub off rust and pre­ju­dice by con­tact with oth­ers, and expand their sails and invig­or­ate their bod­ies by an explor­a­tion of some of nature’s finest scenes.”

Thomas Cook

Thomas Cook, known as the ‘fath­er of mod­ern tour­ism’, exem­pli­fied an optim­ism about the growth of tour­ism in the 19th cen­tury. It is an optim­ism regard­ing the poten­tial in people and tech­no­logy that we see less often today.

He lends us ‘the Millions’.

‘Hori­zon’ is also a call back to a anoth­er time. 

Hori­zon Hol­i­days was an early, and icon­ic, pion­eer of mass pack­age tour­ism, based in the UK. Its flights to Cor­sica in 1950, soon fol­lowed by Palma, Lourdes, the Costa Brava, and Sardin­ia were exem­plary of the post 1945 pack­age hol­i­day boom. 

Honouring the individuals in the masses

Mass tour­ism today is maligned in some quar­ters, and the leg­acy of mass tour­ism is often cari­ca­tured as bland, crude and destructive.

“[T]here are in fact no masses, but only ways of see­ing people as masses.”

Ray­mond Williams

As Ray­mond Wil­li­ams — Welsh “author, aca­dem­ic, cul­tur­al the­or­ist, lit­er­ary crit­ic, pub­lic intel­lec­tu­al, social­ist, and a lead­ing fig­ure of the New Left” — reminded us, masses are made up of individuals. 

But often indi­vidu­al­ity is erased in cari­ca­tures of mass beha­viour and consumption. 

Sadly, that is char­ac­ter­ist­ic of dis­cus­sions of tour­ism today, cer­tainly in the uni­ver­sit­ies, and all too often else­where too. 

At Tour­is­m’s Hori­zon: Travel for the Mil­lions, we like to find the indi­vidu­al in the mass, chal­lenge ste­reo­types, and cel­eb­rate the con­vi­vi­al­ity of tourism.

We are look­ing real­ist­ic­ally, but optim­ist­ic­ally, to the future of travel. 

Any assess­ment of tourism’s future also requires a reas­sess­ment of its past, one that recog­nises tourism’s role in cul­tur­al and eco­nom­ic advancement. 

We intend to provide much needed bal­ance and, when it is needed, a counter to declin­ism in debates about a vital industry and joy­ful, very human activ­ity: tourism.

Please fol­low us at Tourism’s Hori­zon: Travel for the Mil­lions on Substack. 

Share it, get in touch, and get involved.

About the author

Jim Butcher
Dr Jim Butcher

Jim Butcher is a lec­turer and writer who has writ­ten a num­ber of books on the soci­ology and polit­ics of tour­ism. Dr Butcher blogs at Polit­ics of Tour­ism, tweets at @jimbutcher2, and ini­ti­ated Tourism’s Hori­zon: Travel for the Mil­lions on Substack.

Fea­tured image (top of post) by Pierre-Laurent Dur­ant­in (CC0) via Pixabay.

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